Objective: Understand the brand tone people are looking for from a non-profit organization, based on their age. 

Survey Summary

Who we targeted: A general panel within the United States

Ages: 18-64

Survey Question: Are you more likely to give to a nonprofit that’s “Historied and trusted” or “Modern and innovative”

Screening Question (yes/no): Do you regularly donate to a nonprofit or are you planning on donating before the end of the year? Donations of both time and money apply.

Conducted: October 2023

Survey Results

There is a strong correlation between age and brand tone preference. Younger survey respondents prefer modern and innovative nonprofits, while older respondents show a clear preference for historied and traditional nonprofits. The age group in the middle, 35-44-year-olds, is evenly split between modern and innovative and historied and trusted.

Question: Are you more likely to give to a nonprofit that’s “Historied and trusted” or “Modern and innovative”

Overall

18-24

25-34

35-44

45-54

55-64

Giving Trends

Question: Do you regularly donate to a nonprofit or are you planning on donating before the end of the year? Donations of both time and money apply.